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Director of TwoCents Group

       Branding
       Graphic Design
       Marketing Consultancy
       Advertising Campaigns
       Social Media
       Digital

       Focus on: SMEs

Write for Marketing Magazine

Background

       Lion Nathan, Heineken
       Consumer behaviour
       FMCG goods
       Retail
       Promotions
       Social networking
You can buy attention (advertising);
you can beg for attention from the media (PR).
You can bug people one at a time to get attention
(sales).
Or you can earn attention by creating
something interesting and valuable
and then publishing it online for free.”
David Meerman Scott
Flett Consulting
Social vs. Traditional




                                 vs.




                      One-way          Interactive
 2,000 to 3,000 messages a day         One or two messages
What is Social Media?


• Accessible.
• Scalable.
• Interactive.
• Usability.
• Recency.
What is Social Media?

                               Facebook
             Blogs


    Google            Social                LinkedIn
      +
                      Media

             YouTub
                                  Twitter
               e
Social Media Illusions

• It's free.
• Build it and they will come.
• My customers want to engage with my business
• I don't have a message.
• Just for kids.
• It's the answer to my business woes.
• It can stand on its own as a communication tool.
• Fool-proof.
Important Facts About Social Media

• 10million+ Australian users on Facebook
• 190 million Tweets per day
• Flickr hosts 5 billion images
• Wikipedia hosts 17 million articles
• Google+ has 25 million users already
• 2.5million websites integrated with
  Facebook
• 30 billion pieces of content is shared via
  Facebook every day
• 490 million users visit YouTube every
  month
People Trust Their Friends
New entrant!
We’re Doing It Wrong!
•   2 of 10 SMEs have a social media presence
•   37% of female business operators have implemented social
    media activities, vs. 16% of males
•   Those with social media presence, only 1 in 4 monitors it every
    day, 1 in 4 just once a week.
•   5% say they never provide updates
•   48% believe social media has had no impact on their business.
•   5% SMEs developed a mobile-specific site

BUT

•   82% of 30- to 39-year-olds use social media, 47% of 40- to 49-
    year-olds and 45% of 50- to 64-year-olds
•   half of Australians in their forties connect via mobile and a third
    of those in their 50s
•   12% of consumers purchasing online have made purchases
    using a mobile.
Top Tips
Use Technology
    Video
   Content
   Branding
  Platforms
   Connect
   Measure
TECHNOLOGY
Flett Consulting
Mobile phone is the greatest piece of
 persuasive technology of all time.


    Location-specific
      Contextual
        Timely
      Immediate
In 2009

 29% of all mobile phone users
Accessed browser-based content
       (Yankee Group)
NOW

5 billion mobile phones in use
            (BBC)
By 2012

There will be as many connected mobile phones,
               as there are people.
                  (PhoneCount)
By 2015

        50% of the world
will have an internet connection.
              (AMD)
By 2020

     Internet of THINGS
Number of interconnected things
    will reach 50 billion:
        six per person

           (CISCO)
What’s Next?

•   Internet of Things: 50 billion thing: six per person
•   2015: 91% of all internet data will be video
•   The Cloud
•   Next Net: internet speed has improved 170,000 times
    since 1990; next 10 years is expected to increase
    speed of 10 million times.
•   Solar power – 25 super solar sites, each 36square
    miles could fulfill entire global power needs. 3 years to
    complete.
•   3D Printing
•   Virtual humans; IBM’s Blue Brain project
•   Humans entering self-designed evolution
Flett Consulting
Augmented Reality
A live direct or a indirect view of a physical, real-world
   environment whose elements are augmented by computer-
   generated sensory input, such as sound or graphics.
Flett Consulting
VIDEO
The End of TV?
    2015
YouTube
•   Owned by Google; bought for $1.65 billion
•   Ten minute and 2Gig limit on videos; partner
    accounts can get more
•   103 million monthly UNIQUE visitors in May 2010
•   24 hours of video uploaded every minute
•   1.12 hours per month spent on YouTube every
    month
•   5.8 billion videos streamed in June 2010 in US; 2
    billion videos viewed PER DAY worldwide
•   47% of the global internet population visited
    YouTube in April 2010
Ways to engage
•   Creating your own channel; commenting on videos
•   Share, embed videos; create content
Flett Consulting
Instructional Video
     Webinars
  Wecome Video
    Personable
Video testimonials
  Success stories
  Product demos
  Product reviews
      Training
   Commercials
     Viral video
10.3 million players worldwide
30 million players worldwide
CONTENT
CASE
  STUDY
Great description of
company

Philosophy on Info page
Appealing use of “photo of
the day”

Keeps customers returning
through mystery trips
(“surprise and delight”
element) and an interactive
game

Creates customer
community on Meet Others
page
Content


• Constant repetition will KILL your
  followers
• Relevant to current events
• Be Creative
• If you can’t be creative, EMPLOY
  someone to be creative for you
BRANDING
Flett Consulting
How Many Fans &
Followers Should I Have?


Quality over quantity

Aim is to build VALUABLE relationships,
not just relationships

“It’s more difficult to unsubscribe from a
relationship.”
David Almano

If you focus on numbers,
you’re missing the point.
Complaints
• How do you normally
  deal with complaints?
• You CAN delete
  negative feedback
• BUT take opportunity to
  apologise& address in
  public
• We ACCEPT falibility
CROSS
PLATFORMS
LinkedIn
•   Formed in May 2003, based in California

•   100 million members+ as of March 2011

•   One new member every second

•   50% of members outside the US

•   2 million members in Australia

•   7,840,000 shares of common stock at a
    price to the public of $45.00

•   Executives from all Fortune 500
    companies are members on LinkedIn

•   2 million companies have LinkedIn pages

•   ‘Social Networking for Business’
Flett Consulting
Twitter
•   100 million active users every month

•   50 million users every day

•   9th busiest website in the world

•   $140 million revenue

•   Processes 1.6billion searches a day

•   Valued at $7.8billion

•   Revolutions organised via Twitter: Egypt, Tunisia, Iran Election
    protests, Moldova Civil unrest

•   Steve Job’s death brought Twitter down
Flett Consulting
Google +
CONNECT
Flett Consulting
Places

 • Control your business profile
 • Geo-location
 • Develop offers
 • Smartphone required
 • Find out where your friends are
 • Share experiences
Deals
 • Offer deals across multiple
   locations
 • Control centrally
 • Individual deals
 • Loyalty deals
 • Friend deal
 • Charity deal
Flett Consulting
Flett Consulting
Flett Consulting
MEASURE
Measuring Investment



Qualitative Data:      the opinions.
Quantitative Data:     the numbers.
ROI:                       the
 return.
ROI
Flett Consulting
Flett Consulting
Flett Consulting
Flett Consulting
Flett Consulting
Top Tips


•   Have a Plan! Set Objectives!
•   Know Your Message
•   Stay On Brand                                BIG QUESTION:
•   Help People Find You
•   Constant & Relevant Communication           How often do I post?
•   Get Everyone Involved
•   Listen! And Reply!
•   “A vocal minority, but an aural majority”
•   Be a Resource
•   Develop Tabs

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Flett Consulting

  • 2. Director of TwoCents Group Branding Graphic Design Marketing Consultancy Advertising Campaigns Social Media Digital Focus on: SMEs Write for Marketing Magazine Background Lion Nathan, Heineken Consumer behaviour FMCG goods Retail Promotions Social networking
  • 3. You can buy attention (advertising); you can beg for attention from the media (PR). You can bug people one at a time to get attention (sales). Or you can earn attention by creating something interesting and valuable and then publishing it online for free.” David Meerman Scott
  • 5. Social vs. Traditional vs. One-way Interactive 2,000 to 3,000 messages a day One or two messages
  • 6. What is Social Media? • Accessible. • Scalable. • Interactive. • Usability. • Recency.
  • 7. What is Social Media? Facebook Blogs Google Social LinkedIn + Media YouTub Twitter e
  • 8. Social Media Illusions • It's free. • Build it and they will come. • My customers want to engage with my business • I don't have a message. • Just for kids. • It's the answer to my business woes. • It can stand on its own as a communication tool. • Fool-proof.
  • 9. Important Facts About Social Media • 10million+ Australian users on Facebook • 190 million Tweets per day • Flickr hosts 5 billion images • Wikipedia hosts 17 million articles • Google+ has 25 million users already • 2.5million websites integrated with Facebook • 30 billion pieces of content is shared via Facebook every day • 490 million users visit YouTube every month
  • 12. We’re Doing It Wrong! • 2 of 10 SMEs have a social media presence • 37% of female business operators have implemented social media activities, vs. 16% of males • Those with social media presence, only 1 in 4 monitors it every day, 1 in 4 just once a week. • 5% say they never provide updates • 48% believe social media has had no impact on their business. • 5% SMEs developed a mobile-specific site BUT • 82% of 30- to 39-year-olds use social media, 47% of 40- to 49- year-olds and 45% of 50- to 64-year-olds • half of Australians in their forties connect via mobile and a third of those in their 50s • 12% of consumers purchasing online have made purchases using a mobile.
  • 13. Top Tips Use Technology Video Content Branding Platforms Connect Measure
  • 16. Mobile phone is the greatest piece of persuasive technology of all time. Location-specific Contextual Timely Immediate
  • 17. In 2009 29% of all mobile phone users Accessed browser-based content (Yankee Group)
  • 18. NOW 5 billion mobile phones in use (BBC)
  • 19. By 2012 There will be as many connected mobile phones, as there are people. (PhoneCount)
  • 20. By 2015 50% of the world will have an internet connection. (AMD)
  • 21. By 2020 Internet of THINGS Number of interconnected things will reach 50 billion: six per person (CISCO)
  • 22. What’s Next? • Internet of Things: 50 billion thing: six per person • 2015: 91% of all internet data will be video • The Cloud • Next Net: internet speed has improved 170,000 times since 1990; next 10 years is expected to increase speed of 10 million times. • Solar power – 25 super solar sites, each 36square miles could fulfill entire global power needs. 3 years to complete. • 3D Printing • Virtual humans; IBM’s Blue Brain project • Humans entering self-designed evolution
  • 24. Augmented Reality A live direct or a indirect view of a physical, real-world environment whose elements are augmented by computer- generated sensory input, such as sound or graphics.
  • 26. VIDEO
  • 27. The End of TV? 2015
  • 28. YouTube • Owned by Google; bought for $1.65 billion • Ten minute and 2Gig limit on videos; partner accounts can get more • 103 million monthly UNIQUE visitors in May 2010 • 24 hours of video uploaded every minute • 1.12 hours per month spent on YouTube every month • 5.8 billion videos streamed in June 2010 in US; 2 billion videos viewed PER DAY worldwide • 47% of the global internet population visited YouTube in April 2010 Ways to engage • Creating your own channel; commenting on videos • Share, embed videos; create content
  • 30. Instructional Video Webinars Wecome Video Personable Video testimonials Success stories Product demos Product reviews Training Commercials Viral video
  • 31. 10.3 million players worldwide
  • 32. 30 million players worldwide
  • 34. CASE STUDY Great description of company Philosophy on Info page Appealing use of “photo of the day” Keeps customers returning through mystery trips (“surprise and delight” element) and an interactive game Creates customer community on Meet Others page
  • 35. Content • Constant repetition will KILL your followers • Relevant to current events • Be Creative • If you can’t be creative, EMPLOY someone to be creative for you
  • 38. How Many Fans & Followers Should I Have? Quality over quantity Aim is to build VALUABLE relationships, not just relationships “It’s more difficult to unsubscribe from a relationship.” David Almano If you focus on numbers, you’re missing the point.
  • 39. Complaints • How do you normally deal with complaints? • You CAN delete negative feedback • BUT take opportunity to apologise& address in public • We ACCEPT falibility
  • 41. LinkedIn • Formed in May 2003, based in California • 100 million members+ as of March 2011 • One new member every second • 50% of members outside the US • 2 million members in Australia • 7,840,000 shares of common stock at a price to the public of $45.00 • Executives from all Fortune 500 companies are members on LinkedIn • 2 million companies have LinkedIn pages • ‘Social Networking for Business’
  • 43. Twitter • 100 million active users every month • 50 million users every day • 9th busiest website in the world • $140 million revenue • Processes 1.6billion searches a day • Valued at $7.8billion • Revolutions organised via Twitter: Egypt, Tunisia, Iran Election protests, Moldova Civil unrest • Steve Job’s death brought Twitter down
  • 48. Places • Control your business profile • Geo-location • Develop offers • Smartphone required • Find out where your friends are • Share experiences
  • 49. Deals • Offer deals across multiple locations • Control centrally • Individual deals • Loyalty deals • Friend deal • Charity deal
  • 54. Measuring Investment Qualitative Data: the opinions. Quantitative Data: the numbers. ROI: the return.
  • 55. ROI
  • 61. Top Tips • Have a Plan! Set Objectives! • Know Your Message • Stay On Brand BIG QUESTION: • Help People Find You • Constant & Relevant Communication How often do I post? • Get Everyone Involved • Listen! And Reply! • “A vocal minority, but an aural majority” • Be a Resource • Develop Tabs

Notas do Editor

  1. People don’t buy what you do; people buy WHY you do it. The reality is that everyone else sells the same thing as youBusinesses can easily tell customers what they do and even how they do it, but many business struggle to explain WHY they do it. How we make friends chartMake sure the visual representation of your brand matches your beliefs and ideas